Read - BrandSpark Most Trusted Awards Program

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Jill Budik
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FOR IMMEDIATE RELEASE
ANNUAL STUDY REVEALS WHICH BRANDS ARE MOST TRUSTED AS VOTED
BY MORE THAN 80,000 AMERICANS
Food & Beverage, Health & Beauty, Household and Kids Consumer Packaged
Goods Brands Named in 101 Categories
NEW YORK, N.Y. (March 18, 2015) – Leading market research firm BrandSpark International
today announced the 2015 BrandSpark Most Trusted Awards winners (in partnership with
Better Homes and Gardens) for Consumer Packaged Goods (“CPG”) brands. More than 80,000
American shoppers determined the winning Food & Beverage, Health & Beauty, Household
and Kids brands.
“The 2015 BrandSpark Most Trusted Awards honor CPG brands that are dependable, wellknown and in most cases, have been part of American family life for generations,” said Robert
Levy, President and CEO of BrandSpark International. “Our study shows 7 in 10 Americans
place a high importance on established trust in a brand when purchasing a new product. The
BrandSpark Most Trusted Awards help shoppers make purchasing decisions by easily identifying the
brands that are most trusted by other consumers. This is especially useful to consumers shopping in
unfamiliar categories.”
In 101 categories, poll participants named the CPG brands that they consider their Most Trusted. Listed
below are the winners. More details can be found at www.BrandSparkMostTrusted.com
America’s 2015 Most Trusted - Food & Beverage Brands
CATEGORY
BRAND
Baking
Betty Crocker
Bottled Water
Dasani
Butter
Land O’ Lakes
Cereal
Kellogg’s
Cheese
Kraft
Chips
Lay’s
Chocolate
Hershey’s
Coffee
Folgers
Cookie
Nabisco
Egg
Eggland’s Best
Energy Drink
Monster / Red Bull (Tie)
Frozen Pizza
DiGiorno
Gum
Trident
Hot Sauce
Frank’s RedHot / Tabasco (Tie)
Ice Cream
Breyers
Instant Coffee
Folgers
Jam
Smucker’s
Juice
Tropicana
Ketchup
Heinz
Mayonnaise
Hellmann’s
Mexican Food
Old El Paso
Mustard
French’s
Pasta
Barilla
Pasta Sauce
Ragú / Prego (Tie)
Peanut Butter
Jif
Rice
Uncle Ben’s
Salad Dressing
Kraft
Seasoning
McCormick
Soft Drink
Coca-Cola
Soup
Campbell’s
Tea
Lipton
Yogurt
Yoplait
America’s 2015 Most Trusted - Health & Beauty Brands
CATEGORY
BRAND
Acne Treatment
Neutrogena / Clearasil (Tie)
Adult Incontinence
Poise
Adult Sunscreen
Coppertone / Neutrogena (Tie)
Adult Vitamin
Centrum
Allergy Relief
Claritin
Anti-Aging Moisturizer
Olay
Body Lotion
Aveeno
Body Wash
Dove
Bug Repellant
Off!
Condom
Trojan
Cough & Cold Remedy
Vicks
Electric Shaver
Philips Norelco
Facial Cleanser
Neutrogena / Olay (Tie)
Feminine Sanitary Product
Always
Foundation
CoverGirl
General Pain Relief
Tylenol / Advil (Tie)
Hair Color
L’Oréal
Hair Removal
Nair
Hair Treatment
Pantene/ L’Oréal (Tie)
Lipstick
Revlon
Mascara
Maybelline
Men’s Antiperspirant – Deodorant
Old Spice
Men’s Body Spray
Axe
Men’s Shampoo & Conditioner
Head & Shoulders
Men’s Shaving
Gillette
Men’s Skin Care
Dove Men + Care
Mouthwash
Listerine
Nail Care
Sally Hansen
Nutritional Supplement
Nature Made
Sleep Aid
Vicks
Toothbrush
Oral-B
Toothpaste
Crest
Topical Pain Relief
BenGay / Icy Hot (Tie)
Upset Stomach Remedy
Women’s Deodorant/AntiPerspirant
Pepto-Bismol
Women’s Facial Skin Care
Olay
Women’s Hair Styling
Pantene
Women’s Shampoo & Conditioner
Pantene
Secret
Women’s Shaving
Gillette Venus
America’s 2015 Most Trusted - Household Brands
CATEGORY
BRAND
Air Freshener
Febreze / Glade (Tie)
Bathroom Tissue
Charmin
Battery
Duracell
Cat Food
Purina
Cat Litter
Purina
Cleaning Aid
Swiffer
Dish Soap
Dawn
Dishwasher Detergent
Cascade
Dog Food
Purina
Fabric Softener
Downy
Flea and Tick Control
Frontline / Bayer (Tie)
Floor Cleaner
Swiffer
Food Storage
Ziploc
Garbage Bag
Glad
Hand Soap
Softsoap / Dial (Tie)
Household Cleaning
Lysol
In-Wash Scent Booster
Downy
Laundry Detergent
Tide
Laundry Stain Remover
Shout
Lawn Care
Scotts
Paint
Behr
Paper Towel
Bounty
America’s 2015 Most Trusted - Kids Brands
CATEGORY
BRAND
Baby Food
Gerber
Baby Formula
Similac
Baby Wipes
Huggies
Children’s Toy
Fisher-Price
Children’s Vitamin
Flintstones
Diaper
Pampers
Kids Sunscreen
Coppertone
Kids Toothpaste
Kid’s Crest
What drives trust?
When considering purchase of a new product, Americans consider it extremely or very important that
products come from a brand that they trust:
o
o
o
o
o
72% for a new Beauty product
71% for a new Household Care product
68% for a new Personal Care product
65% for a new Health product
63% for a new Food & Beverage product
Consumers' reasons for citing a brand as being their most trusted vary by category. Quality perceptions
and taste drive which Food brands are most trusted, while taste preferences are most often cited as the
reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on
effectiveness, how the brand meets personal needs, and perception of a fair price. For Household brands,
consumers most often cite effectiveness, while for Kids’ brands, a guarantee of safety and gentleness is
most important.
When Americans were asked to rate what increases their trust in a brand, at the top of the list was
responding quickly to serious product issues, cited by 70% as “greatly” increasing trust in a brand. Pricing
and promotion also play a role in brand trust, with 50% saying that consistent pricing greatly increases
their affinity for a brand, and just 33% saying the same about “high value promotions”. Positive social
actions may also increase trust, with 66% saying that support for charitable causes would positively
increase their trust in a brand, though only 20% said it would greatly increase it.
How winners are determined
More than 80,000 respondents in the BrandSpark/Better Homes and Gardens American Shopper Study,
reflecting the profile of the American Household Shopper, determined the 2015 BrandSpark Most Trusted
Awards winners through their “top of mind” responses for categories in which they purchase. BrandSpark
researchers analyzed the unaided responses and the reasons for trusting the brand. The results were
ranked based on the greatest volume of mentions, and if the difference between brands was not
significant, ties were declared.
About the 2015 BrandSpark/Better Homes and Gardens American Shopper Study
The 2015 BrandSpark/Better Homes and Gardens American Shopper Study saw more than 80,000
respondents contribute their opinions during October and November 2014. Companion studies are also
conducted in seven other markets across the globe.
About BrandSpark International
BrandSpark International is a leading brand, marketing and product innovation research company. Its
comprehensive and innovative research approach gets at the heart of how consumers think, why they act
the way they do, and what clients need to do about it. With deep expertise in consumer packaged goods,
BrandSpark has a global perspective on the drivers of innovation unlike any other research company. For
more information, visit www.BrandSpark.com
BrandSpark manages the BrandSpark Most Trusted Awards program in Canada, Mexico, Turkey and China.
The BrandSpark Most Trusted Awards results differ by country and the entire list can be found at
www.BrandSparkMostTrusted.com
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